Following a series of ephemeral projects on the global online platform for shared immersive experiences, including the Webby Award-winning Gucci Garden in May 2021, the House wanted to establish a persistent digital space for the growing Gucci Community on Roblox. The brief was to create a persistent and dynamic destination to interact with the codes of the House and experience Gucci in an immersive way, while expressing one’s own individuality. Finally, Gucci wanted to enable like-minded individuals from all over the world to connect with one another. It was important for the Gucci Town experience to draw on real-world Gucci design codes and express them through a fantastical world.

Visitors spawn into Gucci Town on central piazza shaped like the iconic GG emblem and take in a panoramic view of the experience.

Starting at Mini Game Heights; a portal transports visitors to various arenas of Gucci-inspired competitions, allowing Roblox users to enjoy the games they love.

At the Creative Corner, visitors create art pieces experimenting with patterns, colors and shapes inspired by Gucci’s design codes.

The virtual Vault Plaza is an exhibition space showcasing some of Gucci’s products & their stories.

The Gucci store enables fans of House to express themselves through their avatars by trying on and purchasing Gucci clothing and accessories.

Finally, Power-up Place is a café filled with Gucci decor where community members can take a break and come together with friends. As visitors immerse themselves in Gucci Town, they are rewarded with GG Gems, the in-experience currency they can use to purchase virtual Gucci items.

Roblox is a platform with around 60M daily active users who engage socially in various experiences for upwards of 5 minutes per day. As more and more of these platforms, particularly Roblox, become daily social hangouts for Gen Z and Gen Alpha, Gucci wanted to ensure there was a space curated to develop and engage their existing community on the platform.

The approach was to create a persistent branded experience that was in line with the art style of the Roblox audience, while injecting Gucci’s brand codes and iconic locations.

Strategically, Gucci wanted to create an experience that is equally engaging and fun to the native Roblox user, while communicating the brand’s values and aesthetic. As tastemakers, Gucci made the strategic move to have this persistent virtual experience on Roblox where the clients of tomorrow are already shaping their digital and physical identities.

Gucci worked with Roblox experience developer, The Gang, from idea conception to execution on crafting Gucci Town. Leading the charge was Gucci’s in house metaverse team,

The two teams worked together collaboratively for over 7 months, on all aspects of the experience from gameplay to design.

Gucci Town was released on the Roblox platform as a permanent fixture in May 2022.

- 41 million visits since launch (May 2022 - 8 months)

- Over 22 million visits within first 3 weeks of launch

- Over 900,000 items sold within 3 weeks of launch

- 30 - 40K daily average visitors with over 5 minutes average session time (equivalent to 210K minutes of audiences engaged per day).

- Peak daily visits at 2M.

- 7.3M total hours engaged

- 12.5M unique visitors

- €1.9M Earned Media Value

- Social Engagements (Owned Content): 368K

- Social Views (Owned Content): 13.5M

- Gucci was ranked the no.2 favourite fashion brand among Gen Z through a survey conducted by the Business of Fashion